STEVE MCCLELLAN

Articles by Stephen All articles by Stephen

• Audible Puts $200 Million Global Media Assignment In Review in MAD on 12/02/2021
  

  Audible didn't confirm participants but it's believed that the company has issued invites to WPP, Interpublic, Omnicom and Publicis and possibly others to participate in the review, according to sources.

• WPP's Landor & Fitch Names Bloomfield Global CMO in People on the Move on 12/02/2021
  

• Not Rocket Science: New Peelz Campaign Shows The Uncomplicated Nature Of Peeling An Orange in Out to Launch on 12/02/2021
  

  Spot features "John Birk," armed with a college degree in "Citrus Technology," who has the exceedingly non-technical job of product demonstrator.

• Empower Expands To Atlanta With 'Culture Center Hub' in MAD on 12/01/2021
  

  The expansion follows five years of double-digit revenue growth and the addition of clients in the area including Atlanta-based Newell Brands which joined the Empower client roster earlier this year.

• Heymann Reunites With Droga At Accenture Interactive in MAD on 12/01/2021
  

  Neil Heymann has been named Global Chief Creative Officer at Accenture's big digital agency. He's joining from Publicis Groupe's Le Truc and previously served as Global CCO at Droga5.

• Truist: The Caring Bank in Out to Launch on 12/01/2021
  

  While banking is often rife with indifference, Truist promotes the idea that it brings care to everything it does.

• S4 Capital Appoints Basterfield As Its New CFO in People on the Move on 11/30/2021
  

• WPP Bolsters Commerce Practice With Cloud Commerce Group Acquisition in MAD on 11/30/2021
  

  WPP said the acquisition reflects ongoing investment in its commerce offering as part of its new and more focused M&A strategy to bolster capabilities in commerce, technology and consumer experience.

• Carat USA CEO Steele Returning To Publicis Groupe In New Global Role in MAD on 11/29/2021
  

  Steele has led Carat USA for the last two years. Earlier she spent more than a decade in leadership roles at its media agency Starcom.

• Labelium Adds Talent Development, Americas Role in People on the Move on 11/29/2021
  

Comments by Stephen All comments by Stephen

• New Era At Accenture Interactive As Droga Is Poised To Take The Reins by Richard Whitman (Mediapsssst on 08/23/2021)
  

  Oops, thanks for pointing that out John.

• 4A's Creates Agency Review Participation Agreement by Richard Whitman (Mediapsssst on 08/24/2021)
  

  Hi Michael, I think you're right--an effort to make clients aware agencies have major issues with the current process, particularly when the client doesn't retain professional help with the search. No power per se. 

• Agency Review Activity Spikes After Quiet 2020 by Steve McClellan (MAD on 07/09/2021)
  

  Hi Michael, the $544 million figure is a net figure that does take into account losses. No doubt marketers are pressing for lower fees/prices whereever they can find them, with all suppliers. But the spike probably does reflect the fact that marketers put off reviews last year to deal with other more pressing COVID-related issues. 

• Imagine A Pro Sports Team Called The 'New York Jews' by Richard Whitman (Mediapsssst on 07/13/2020)
  

  Ed, I think the hockey team has a claim on the Capitals name there, although St. Louis had both a baseball Cardinals and a football Cardinals for some time. To your broader point, yeah, there are a lot options for non-offensive names. 

• Despite Rumors To The Contrary, Manly Men Drink Rose by Richard Whitman (Mediapsssst on 08/06/2017)
  

  Thanks Nicholas, as editor of this column I should have caught that. Appreciate that you did. 

• Brands Failing To Provide Quality Training In Media Skills by Steve McClellan (MAD on 10/28/2016)
  

  It is J.R., although it's usually not referred to as 'educatiing' and frequently it is people below the c suite. But often agencies meet with clients to 'brief' them on this or that issue. Which makes sense given that the former are supposed to be experts in the field. 

• Agencies React To Finger-Pointing, 4As Calls ANA Report Anonymous, One-Sided by Steve McClellan (MAD on 06/07/2016)
  

  Thanks for catching that Michael, now fixed.

• Shoe Carnival, 22squared Launch Retailer's Largest Social Media Effort by Larissa Faw (MAD on 02/03/2016)
  

  Thanks Jim, should be fixed now

• Ad Spend Drove 16% ($5.8 Trillion) Of Total U.S. Sales Activity In 2014 by Steve McClellan (MAD on 11/16/2015)
  

  Also, there is now a link in the story to the full report.

• Ad Spend Drove 16% ($5.8 Trillion) Of Total U.S. Sales Activity In 2014 by Steve McClellan (MAD on 11/16/2015)
  

  Ed, much of it is based on proprietary modeling; but the report has a three-page appendix devoted to Theory and Methodology.  Here are a couple of passages:"To quantify the economic impact of advertising expenditures on the US economy, this study:  Estimates the total level of advertising spending in the United States and creates a 5-year forecast.  Estimates sales, employment, value added and labor income impacts based on econometric models that quantify the relationship between ad spending and resulting sales.  Uses input-output methodologies to compute the ripple effect of economic activity that happens as a result of the sales from ad spending.  Simultaneously allocates advertising to every state, congressional district and 17 NAICS-based industry aggregates using proprietary macroeconomic, regional and industry models."Some IRS data was used as well:  "Using the IRS tax statistics database, IHS was able to collect industry-level advertising expenditure information that was reported on each corporation income tax form. A reformation of the model specification was needed as a result of revised historical data and a change in the source data of the dependent variable. The structure of the economy was much different when the model was first developed and subsequently the regressor data had a different statistical form. Thus, the old model did not provide an optimal fit of the data."

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